Kendall Jenner's Getting into the Beauty Business by Helping Launch a New Oral Care Brand

Kendall Jenner is expanding her brand by jumping into the oral beauty business.

The supermodel, 23, just announced her involvement in the new elevated oral care brand, MOON. In addition to having stake in the business, she’s also the face of the company and co-created a product of her own called the Kendall Jenner Teeth Whitening Pen, available now online.

“For me personally it’s an on-the-go thing. I can throw it in my bag. I’m running around all the time and I’m always traveling so [there’s] lots of pictures. So for me it made sense to make my own teeth whitening pen,” Jenner tells PEOPLE in an interview with MOON founder Shaun Neff at the launch party in L.A. on Tuesday.

 

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Packaging was of utmost importance for the star when helping develop the product. “I always wanted one in a bag that looks nice. It almost looks like mascara,” she says.

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In addition to the teeth whitening pen, MOON’s line also includes activated charcoal whitening toothpaste, stain removal whitening toothpaste, a two-pack soft bristle toothbrush, floss and flossers.

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“It’s something that we all do every single morning. Not one person shouldn’t be brushing their teeth, you know what I mean?” Jenner laughs.

Everything in the line retails for under $20, and all of MOON’s products are formulated with ingredients that are vegan and PETA-certified cruelty-free.

“[Kourtney Kardashian’s] taught me a lot [about clean beauty],” Jenner says about her older sister. “It’s such a thing for me lately to focus on staying healthy — mentally, physically, emotionally. So when I heard about that aspect, it was really important.”

— with reporting by Melody Chiu